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2022-12-07 End of Year Giving Strategy.pdf

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2022-12-07 End of Year Giving Strategy.pdf

  1. 1. DEC 7, 2022 End of Year Giving Strategy Diana Otero, Product Marketing
  2. 2. Diana Otero Diana Otero is a Product Marketing Manager at Bloomerang. She served on the board of the Nantahala Hiking Club, one of the 31 trail maintaining clubs of the Appalachian Trail Conservancy, a nonprofit organization driven and powered by volunteers. Product Marketing Manager
  3. 3. How does your organization handle year-end appeals and giving? ● Our year-end appeal is notably different from appeals throughout the year. ● Our year-end appeal is the same as our appeals throughout the year. ● We don't do a year-end appeal. ● We do something else (please let us know in the chat). POLL
  4. 4. DEC 7, 2022 End of Year Giving Strategy Diana Otero, Product Marketing
  5. 5. Agenda 1. 2. 3. 4. End of Year Fundraising Goals Holiday messaging and stewardship Year-End Appeals and Follow-ups Matching Gift Asks 5. Biggest Giving Days of the Year Wrap & Resources 5.
  6. 6. Determine End-of-Year Fundraising Goals What is left of your Annual Campaign Goal ● What you need to fundraise - what you have already fundraised ● Campaign Progress Bar in Bloomerang ○ Raised vs Revenue Use your Development Plan to determine how many appeals are left that were planned for. Ensure your team is aware of: ● due dates for writing appeals ● due dates for sending to the mailhouse ● due dates for website changes ● expectations for staffing Properly communicate to staff & board what your stewardship plan is for end of year. ● Ensure your team is aware of time commitment expectations ● Ensure your board is aware of and prepared to participate in stewardship efforts Stewardship should never be an afterthought - establish your stewardship plan before you begin sending your EOY appeals!
  7. 7. Appeal ● This is your last big ask of the year - step it up! ● Paper appeal recipients, in most cases will meet the following criteria and not have an email address: ○ LYBUNT Donors ○ Given in the last X years ○ Constituents who have given between X and X amount THIS YEAR ● Include a remittance envelope ● What do you have to say that you have not already said in past mailers ○ Try a new approach! Follow-up ● Keep this short and simple - consider a postcard ● Be consistent in the messaging ● Give your URL ● Handwritten or printed is fine Year-End Appeals and Follow-ups Mailings Reports Needed ● Appeal: Anyone you’ve decided to include ● Follow-up: That list, minus anyone who gave to your EOY Appeal
  8. 8. Appeal ● This is your last big ask of the year - step it up! ● Your audience should have the same parameters as your paper appeal. Send to anyone who meets those parameters and has no address; also send to anyone who gave SYBUNT, excluding LYBUNT ● Link straight to your giving page ● Message should be identical to your paper appeals! Follow-up ● Make this follow-up short ● Be consistent in the messaging ● Link straight to your giving page Year-End Appeals and Follow-ups Emails Reports Needed ● Appeal: Anyone you’ve decided to include ● Follow-up: That list, minus anyone who gave to your EOY Appeal
  9. 9. Easy Solicitation Formula ● Establish/Re-establish your donor’s relationship with your organization through solicitation ● Remind them of your mission (tell a story - make this personal) ● Give them gift impact statements - specifically, what can gifts of certain amounts can do (relate it back to the story, if possible) ● Ask them for their support
  10. 10. ● Creates a bigger impact for individuals ● Soft Credit these gifts to the individual ● Best Practice: ○ You can reference matching gifts in your EOY Appeal ○ End of October/Beginning of Nov: Send an email/snail mail communication to everyone with Employer Relationship or Employer listed - include EIN Number & Cumulative giving for Calendar Year ● Additional money in at EOY with minimal effort! Matching Gifts are Organization Gifts that add to the initial donation that an employee makes Matching Gifts
  11. 11. Campaign vs Appeal Campaigns are overarching efforts - your EOY push is most likely going to meet your annual goal. If so, your campaign should be your annual campaign. Appeals are asks, or ways the money is coming in. Asking for a gift through a year-end mailing is an appeal. Add appeals for each separate effort to bring in money through the end of the year. Sample Appeals: ● 2022 EOY Appeal ● Giving Tuesday Appeal ● New Years Day Appeal ● Matching Gifts Appeal EOY Database Set-up in Bloomerang
  12. 12. Bloomerang Demo
  13. 13. Biggest Donation Days of the Year December 30 and 31st ● Remind people this is the last giving days of the year ● P2P or Text Challenge? Get Creative!
  14. 14. Holiday Messaging Holiday Messaging Ideas ● Update your website for the season! ○ Add a holiday message to your landing page ○ Add favorite things about winter to your employee bios ○ Add warm wishes from your board ○ Remind people of any cold weather events/drives/programs you have ● Say Happy Holidays! ○ Send handwritten cards to your donors ○ Segment by giving level (Board for highest levels, Employees by Seniority, Volunteers, Consumers (if appropriate) Diversify Your Year-End Campaigns: How To Be Mindful And Inclusive Of Cultural Traditions
  15. 15. Stewardship Stewardship Ideas ● Make your EOY stewardship fun! ○ Make thank you calls ○ Send fun holiday videos ■ Carol singing ■ Playing in the snow ■ Show how you celebrate your holidays! ● Make it personal ○ Make thank you calls ○ Share your New Year's Resolutions ● Surprise & Delight ○ Random acts of kindness ○ Host a socially-distanced event
  16. 16. Send a VERY early January Newsletter: 2022 Year in Review Highlight the highs Be transparent with the lows Share 2023 goals Be optimistic about the future Encourage your donors to start the year off right by adding to the good in the world! SAY THANK YOU Send this to all of your 2021 Donors and to anyone you sent your end of year appeals to, even if they did not give! Start the New Year off Right!
  17. 17. Last-Minute Year-End Fundraising Strategies 1. Prioritize strategies based on potential for highest yield. 2. Make the telephone your friend. 3. Segment out your best lapsed donors. 4. Segment all your mailings by areas where improvement is needed. 5. Plan as carefully for email as for direct mail. 6. Get your mailing list ready. 7. Build a multi-channel strategy. Ultimate Guide To Last Minute Year-End Fundraising Strategies
  18. 18. Resources ● Nonprofit Success Webinar (keep an eye out for the registration link in your inbox!) ○ Giving Tuesday Strategies ○ Giving Tuesday Matching Gifts ● New Donor Cultivation Timeline ● Diversify Your Year-End Campaigns: How To Be Mindful And Inclusive Of Cultural Traditions ● Resource Templates ○ Appeal Letters ○ Comprehensive Guide to Year-end Drive ○ Nonprofit Annual Report Template ● eBook: The Definitive Year-End Fundraising Checklist ● eBook: Fundraising Offers (Impact Statements) ● Bloomerang Academy: Year-End Tax Letters (coming soon!)
  19. 19. Resources on Matching Gifts ● Beginner’s Guide to Corporate Matching Gifts ● How to Use Matching Gifts to Boost Donor Retention ● Corporate Philanthropy ● DonorSearch: Matching Gifts: The Definitive Guide for Nonprofits ● Sample Matching Gift Letter Templates
  20. 20. Resources on Donor Stewardship & Planning ● Sample Nonprofit Development Plan Template + 3 Helpful Tips Nonprofit Strategic Planning: The Ultimate Guide + Examples ● Donor Stewardship: Expert Tips To Build Strong Relationships ● Donor Stewardship That Tells a Story ● The Essential Guide to Writing a Fundraising Plan
  21. 21. Resources from Chat – Thank you for sharing! ● QR Code generator: ○ https://www.qr-code-generator.com/ ○ $70 yearly subscription (ask for nonprofit rate!) ○ Gives analytics on whether folks are using the QR code ● Create QR codes on Canva for free ○ Canva Pro is free for nonprofits ● Free QR Code generator: https://www.qrcode-monkey.com/#url ● Make your letters look handwritten: https://www.handwrytten.com/ ● Great resource for matching funds: https://betterfundraising.com/get-matching-funds-major-donor/
  22. 22. Would you like a follow-up to learn more about how Bloomerang can help you and your organization? POLL

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